Tonies readies entry into US market

German parent Boxines working on US licensing clearance and California office headed by newly appointed US GM with plans to launch late this year

Written by Rhys Thomas

Posted 27.01.2020 | Products

Tonies readies entry into US market thumbnail

Children’s audio system tonies has announced its plans to expand into the USA towards the end of this year.

The move is part of Boxine GmbH’s ambitions to drive forward its international brand presence. The German-based parent company first took tonies international with its introduction to the UK in 2018. Now the company is busy establishing a Californian base of operations and working with licensors on the US launch.

Christoph Frehsee, an entrepreneur previously in the sustainable fashion and lifestyle business, will spearhead the American launch and has recently been appointed the US General Manager.

Disney is a major licensing partner for tonies

“The Toniebox will offer US customers a completely new way of listening to stories and music,” he says. “Children will have a device that they can operate independently without sitting in front of a screen.

“The trend for audiobooks is clearly growing across the world, and I am convinced tonies will be well received by parents, as it has been in our European markets."

Initially, the focus for the US launch will be on existing licenses, and the headquarters in California will be established in direct proximity to relevant market players from the entertainment and tech industry such as Disney, one of tonies key license partners.

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